The National Retail Federation is an advocacy organization
that provides professional seminars, trade conferences
and educational activities for the retail industry.
The lengths crooks and organized crime will go to to rip off major retailers is rather astounding. Loss prevention is a complicated problem as scams and hacks change daily. The National Retail Federation sets out to help companies navigate and implement the latest in loss prevention technology—a true north in a GPS world.
The branding for the National Retail Federation’s Loss Prevention Conference, an annual event, began with concept development. Using navigation as a metaphor for what companies have to go through, I carried the concept through each necessary element with maps and navigational equipment.
The project included concept development, identity design, an exhibitor prospectus, signage and web advertising.